CLIENT
RTA
Rami Al Ramlawi, Manager, Advertising and Promotions Marketing
Rami Al Ramlawi, Director of Marketing and Corporate Communications Department
Rami Al Ramlawi, Marketing Advisor
AGENCY
Kalpesh Patankar, CCO / Designer
Fernando Miranda, CD / Writer
Fernando Miranda, Senior Art Director
Fernando Miranda, Editor
Fernando Miranda, Agency Producer
Fernando Miranda, Group Account Director
Fernando Miranda, Account Executive
Fernando Miranda, Agency Producer
SUMMARY
RTA Taxi drivers continued to serve Dubai city during the lockdown. When the lockdown lifted, they became “faceless” behind masks like everyone else. But they were also “nameless” with people addressing them by terms like “Boss”, “Taxi”, “Cabbie”, “Mister” etc. It was important to acknowledge their contributions and lift the cloak of “invisibility” off of them. So RTA changed the “Taxi” magnets atop taxis across the city to display the drivers’ names. Thereby giving them a sense of respect. And improving customer-driver interactions, starting with addressing drivers by name.
